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How customer complaint management impacts innovation strategy of coffee shops in Dublin

González Lindo, Kenneth Yaro (2022) How customer complaint management impacts innovation strategy of coffee shops in Dublin. Masters thesis, Dublin, National College of Ireland.

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Purpose: This research presents the worth relationship between customer complaints and the innovation strategy applied by coffee shops in Dublin using cross-functional research, gathering information provided by consumers of coffee, and also data from a limited amount of coffee shop owners, managers or their back-ups, in both cases using surveys; to get information how coffee shops in Dublin make inroads in product management (quality), customer experience and complaint management, all that to get an overview of the inside-out and the outside-in perspectives.

Design/Methodology/Approach: During the study was applied a questionnaire using a quantitative methodology to approach data related to customers’ complaints and complaint management by employees of coffee shops in Dublin. To gather data, Google form and a Word template were platforms to deliver the surveys, applied to 51 consumers and 31 coffee shop employees. The survey participants were chosen randomly in Dublin.

Findings: The main finding of the investigation is around how customer complaints are managed in coffee shops in Dublin, resulting that the majority of the people consider that complaints are treated very good or not bad in coffee shops in Dublin. From different perspectives both sides, both customers and employees conclude that complaint management impacts organizational performance. Besides, this study is seen how relevant are complaint feedback to improving organizational performance, also it is seen how important is for coffee shops' complaint management and how this concept affects their innovation strategies in terms of product, service and environment at the coffee shop.

Research Limitations: The study probably needs more participants to reach a deep understanding of the impact of customer complaints in a coffee shop in Dublin or Ireland. Especially, when during the collection of data big chains of coffee shops did not answer the questionaries for internal procedures.

Practical implications: Complaint management is a key area of activity that must be controlled in the organization about corporate goals. It, therefore, requires systematic controlling that puts complaint managers working on setting specific goals and metrics constantly monitoring the extent to which those goals have been reached, and developing corrective actions in case it would be necessary.

Originality/Value: This paper offers guidelines and recommendations to help decision-makers once they face a complaint and how it should be treated to get a positive impact on the innovation performance of the business, using knowledge from personal experience and literature review. This research contributes to the literature on customer complaint management and custom integration by providing implications for managers seeking to utilize complaints as a valuable source of ideas for new product development.

Item Type: Thesis (Masters)
Fitzgerald, Maurice
Uncontrolled Keywords: customer complaints; customer experience; coffee shops; innovation strategies
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Customer Service
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Hospitality Industry
Divisions: School of Business > Master of Science in Management
Depositing User: Tamara Malone
Date Deposited: 06 Apr 2023 16:07
Last Modified: 06 Apr 2023 16:07

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